General Tire new product tour of UK dealers

General Tire, supported by Micheldever Tyre Services, has embarked on a UK-wide tour to train and educate tyre dealers about its latest products, the Grabber X3 and AT3 tyres.

The tyres were launched in October and are now being supplied to UK dealers through Micheldever, which is General Tire’s official UK distribution partner for its range of 4x4, car and van tyres.

As part of the launch activities, General Tire and Micheldever are taking a livered, fully fitted van on a tour to over 70 independent tyre dealers to deliver specialist training, which will provide them with in-depth knowledge about the new products. This is turn will allow the dealers to pass on advice and information to their customers, as well as grow their sales.

General Tire will also use this opportunity to raise money for the Children’s Air Ambulance, the only dedicated national helicopter service that transports critically ill children across the UK. General Tire will donate money to the charity from the sales of the new range of tyres.

Dave Dineen, 4x4 Sales Manager, said: “This tour is a great opportunity to take these new products direct to the dealers and give them all the information they need so they can sell to motorists with confidence.

“The X3 and AT3 tyres are cost effective, mid-range tyres, which offer premium quality, performance and durability, which is what many 4x4 and SUV drivers want. I have no doubt that the dealers who stock these tyres, combined with the knowledge our training will deliver, will have an edge over their competitors.”

James Parry, from Minera Tyres & Exhausts, in North Wales, is one of the tyre dealers who has already received the training. He said: “The new X3 and AT3 tyres are fantastic and I have no doubt they will be popular with my customers who drive 4x4s and SUVs.

“We are delighted that General Tire chose not only to invest in training for the team, including sending out a fully fitted-out tour van, but to help us raise money for the Children’s Air Ambulance as well.”

Tracy Grunwell, national partnership manager for the Children’s Air Ambulance, said: “Since the Children’s Air Ambulance was launched in 2013, we have completed many vital missions using just one helicopter. A second helicopter will allow us to provide life-saving support for even more critically ill children throughout the UK.

“As a charity we do not receive any government funding, so we’re really grateful for the generosity of General Tire for its commitment to donate a proportion of X3 and AT3 tyre sales.”